Planning and executing successful events is only half the battle. 

But to truly maximize the impact, follow-up is just as important. 

At Cvent CONNECT 2025, guest host Matt Heinz sat down with Alura Roe and Ashley Biggie from 6sense to discuss post-event strategy. They share tips on using tech for personalized outreach and smarter engagement. Alura and Ashley also discuss effective audience segmentation and measuring event ROI beyond attendance.

In this episode, you’ll learn:

1. Tech-driven lead follow-up: Discover tools and techniques for smarter, more efficient follow-ups.
2. Audience segmentation tips: Understand how to target the right people for greater impact.
3. Measuring true ROI: Learn how to track event success beyond just attendance numbers.

Things to listen for:

(00:00) Introducing Alura Roe and Ashley Biggie

(01:33) 6sense’s event-led growth strategy 

(03:57) Preparing for the event and the follow-up

(08:25) Building a sales enablement playbook

(12:09) Measuring and reporting event ROI 

(16:06) The future of events is all about human connection